Know who your customers are
Customer Demographics turns your payment data into a picture of the people who shop with you: what they spend, where they live, and their age, income and interests. These seven chapters explain each panel and what to do with it. Every screen shown is from the Genius Help Center.
- CH 1–2SpendCustomer Wallet and Average Ticket.
- CH 3WhereThe postal codes your customers come from.
- CH 4–5WhoAge, gender, children, income and education.
- CH 6GroupsYour largest customer segments.
- CH 7CompareDemographics location by location.
Move between chapters with ← → or the buttons above. Click any screenshot to enlarge it. Tap Listen in any chapter to have it read to you.
See your share of the customer's wallet
Customer Wallet answers two questions: how much does your average customer spend in your industry, and how much of that do they spend with you?
Customer Demographics › Customer Wallet- Total monthly wallet: what your average customer spends each month across your whole industry.
- Inside my walls: the percentage of that spend that happens at your business.
- MoM beside each figure shows the change from last month.
How to use it
A low "inside my walls" figure means your customers are also buying from competitors, so there is room to win more of the spend they already make.
Compare your average ticket with competitors
Average Ticket shows what a typical sale is worth at your location beside the figure for your competitors.
Customer Demographics › Average Ticket- My Location is your average sale.
- Competitors is the average for comparable businesses.
- MoM compares this month with last month.
- YoY compares this year with last year.
How to use it
If your ticket is below the competitor figure, look at add-ons, bundles and upselling at the register. If it is above, you have a strength worth protecting.
Source: Customer Demographics Quick Start GuideSee where your customers come from
Reach maps your customers by the postal code tied to the card they paid with. The darker areas send you the most business.
Customer Demographics › Reach › Top Postal Codes- The map shades each postal code by its share of your transactions.
- The list on the right ranks your top postal codes with their percentages.
- The tabs above the map switch between Transactions, New Customers and Competitors.
How to use it
Aim mailers and local ads at your strongest postal codes, or at nearby ones where competitors are drawing customers and you are not.
Source: Customer Demographics Quick Start GuideLearn who is walking through your door
The Demographics panel breaks your customers into five categories, based on transaction data and spending habits.
Customer Demographics › Demographics- Age
- Gender
- Children
- Income
- Education
Hover over and click a category name to compare the groups inside it.
How to use it
Match your message to the largest groups. A store whose customers are mostly parents might promote family bundles; one with younger shoppers might lean on social media.
Source: Customer Demographics Quick Start GuideWatch how your customers change over a year
Demographics by Month lines up the last 12 months side by side, so you can see whether your customer base is shifting.
Customer Demographics › Demographics by Month- Open the dropdown at the top right of the panel.
- Choose a demographic type, such as age or income.
- Read across the bars month by month.
How to use it
After a campaign aimed at a particular group, check whether that group's share grew in the following months.
Source: Customer Demographics Quick Start GuideMeet your largest customer segments
Largest Segments groups your customers by shared interests and spending habits, and names each group.
Customer Demographics › Largest Segments- Each segment shows the percentage of your customers it covers.
- A short description says how that group tends to spend.
- The example in the help center shows groups such as "Professional Travelers" and "Truly Wealthy."
How to use it
Write one offer for your biggest segment in language that fits its description, and avoid sending the same message to everyone.
Source: Customer Demographics Quick Start GuideCompare demographics across locations
With more than one location, the Location Comparison table shows how the customers at each one differ.
Customer Demographics › Compare › Location Comparison- Open the dropdown and choose a demographic type.
- Read each location's row across the groups.
- Click the double arrow beside a column title to sort by it.
How to use it
Two stores in the same town can serve different people. Tailor each location's promotions to its own customers.
Source: Customer Demographics Quick Start GuideTurn the picture into a marketing plan
These four steps are a suggestion, not a Genius requirement. Each one uses a panel from the chapters above.